The Seattle Seahawks were in high spirits as the US took time to celebrate Martin Luther King Jr. day on Monday.
Just 24 hours previous the team had secured their passage to the Super Bowl after a thrilling comeback win over the Green Bay Packers saw them retain the NFC Championship.
In a bid to combine the two occasions, Super Bowl progression and MLK day, those in charge of Seattle' social media account sent out a tweet which can be seen below.
The message in question sees an image of a crying Russell Wilson accompanied by a quote from Dr. King.
As you might expect, their attempts to equate years of civil rights activism and the NFL have been met with criticism and the franchise have now apologized for the misstep.
The faux-pas has since been removed from the Seahawks' official Twitter account, but not before the quick-triggered internet population caught a snap shot of the incriminating evidence.
Now sure reaching the Super Bowl, for the second successive year no less, is a remarkable achievement and deserves praise. But it must be kept in its sporting context.
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Drawing comparisons between a 12-4 regular season built upon by two playoff wins over Carolina and Green Bay, and the toils of a man who inspired many to put their lives on the line to create equality for African-Americans in the United States is downright ludicrous.
As mentioned, the Seahawks have now removed the tweet and apologized in the process:
"We apologize for poor judgment shown in a tweet sent earlier," Seattle explained. "We did not intend to compare football to the civil rights legacy of Dr. King."
The Seahawks media department may have been trying to keep up with the trending topics of the day but Pete Carroll and will have their minds well and truly focussed on February 1 in Arizona.
Facing the New England Patriots, the game is being billed as a battle between Seattle's potential dynasty and the well-established Pats organization who will be looking to win their first Super Bowl since 2004.